Lotame, a data management platform (DMP), on Friday announced it has partnered with third-party audience data provider Eyeota to give its clients new targeted data segments.
Real-Time Daily is told that the most significant aspect of the partnership is that it gives Lotame clients in the Asia-Pacific (APAC) region -- particularly in Southeast Asia -- more data to work with. Those clients will be able to layer Eyeota’s third-party data with their own first-party data to learn more about their customers.
“There is not much data around,” a Lotame representative acknowledged to Real-Time Daily. “Everyone in ad-tech and digital is trying to fix this in Southeast Asia.”
Recent data from Eyeota indicates that APAC marketers have indeed been hungry for more audience data. The company notes that between the third and fourth quarters of 2014, APAC marketers spent 101% more on third-party audience data.
Eyeota’s third-party data marketplace houses data from consumers across APAC, Europe, the Americas and Australia. Per a release, the agreement between Lotame and Eyeota applies globally.